C22 Artisan Coffee - a scalable café brand conceived for around 30 sites across China.

Studio X created the C22 Artisan Coffee brand for KWG Property, a café concept conceived to be translated into around 30 live sites across Guangzhou, Shanghai and Hangzhou.

Process

Pre-Concept

Concept Design

Schematic Design

Detail Design

Tender Documentation

Tender Management

Construction Support

Guideline Package

Post-Completion Review

The work covered the naming strategy in both English and Chinese, a bilingual visual identity system, and a distinctive hand-sign logo device designed for use across marketing, promotional material and social media.

Studio X extended the identity through a full suite of corporate and retail collateral - stationery, staff uniforms, signage and product packaging - together with a branded delivery van carrying the livery into the street. Because the point was never a single café, the identity was conceived from the outset as a system KWG could roll out consistently as new sites opened, each around 500 sqft.

The C22 identity translated into signage and environmental graphics, showing how the brand could flex across physical applications.

Naming and identity for C22 Artisan Coffee, developed around a distinctive hand-drawn graphic language.

C22’s visual identity extended across its coffee packaging, creating a consistent brand language across every customer touchpoint.

Design one café and you have a café. Build the naming and identity as a system and the brand can become a network.

Selected views

Brand marks, packaging, uniforms and signage developed for the C22 identity and its rollout across sites.

(Approach)A hand-sign device, built for the everyday. A brand mark for a café concept conceived to scale to around thirty sites and cover all touchpoints.

C22 Artisan Coffee was conceived to be translated into around 30 live sites across China.

C22 launched in early 2019 across Guangzhou, Shanghai and Hangzhou, with a typical café built to around 500 sqft. Studio X's scope ran from naming and visual identity through to signage, packaging, uniforms and a branded delivery van, taking the concept from concept design through to tender documentation. The value to the client was never a single café - it was an identity system precise enough that KWG could open new sites consistently as the brand grew, each one recognisably C22 from the street signage to the cup in a customer's hand.